'Idol' stars put hometowns on the map

When a local performer receives national exposure on "American Idol," it's not only exciting for hometown fans, it can also translate into increased profits for local businesses.

SARAH SHEMKUS

At the beginning of 2005, a then-unknown Carrie Underwood made her debut on "American Idol."

As Underwood began her ascent to stardom, Rodney Stover, the owner of a printing shop in her hometown of Checotah, Okla., struck a deal with the singer and began producing and selling T-shirts, mouse pads and buttons bearing her name and image.

"During the year she was on 'Idol' it added substantial income to the business," Stover said.

Watching a local performer receive national acclaim on American Idol can be both exciting and nerve-wracking for hometown fans; a significant number of Cape Codders will surely tune in to see how Siobhan Magnus acquits herself tonight.

And for some local businesspeople, the enthusiasm and exposure can also translate into increased profits.

"The town's definitely benefited," said Lloyd Jernigan, executive director of the Checotah Chamber of Commerce.

Business leaders in the hometowns of former prominent "American Idol" contestants reported that the economic benefits peak during the heart of the show's season.

"When Kellie was in the running "» we had a lot of people coming through here and visiting," said Vicki Coggins, the executive director of Albemarle Downtown Development in Albemarle, N.C., hometown of season five finalist Kellie Pickler. "It was good for businesses downtown — it promoted a sense of unity."

Contestants who make it into the top 10 — and thus onto the summer tour — may also help spark business in their home regions.

"We had tons of people that rented cars and limos and buses to go see Kellie when she appeared" in Charlotte and Greensboro, Coggins said.

In previous years, the closest the tour has come to Cape Cod is Boston and Hartford, Conn.

If a contestant makes it far enough that video of his or her hometown appears on the show, the exposure can also help lift a town's profile, said Dan Snarr, mayor of Murray, Utah, the home of David Archuleta, who placed second on the seventh season of "American Idol" in 2007.

Each year, the show stages and broadcasts a homecoming for each of the top three contestants.

When "American Idol" came to Murray, the town was ready to present itself to the country, Snarr said.

"The business community really stepped up and got excited about it," he said. "The way we organized bringing them into town allowed us the opportunity to showcase our town."

On Cape Cod, an entrepreneurial group of students from Barnstable High School is producing and selling T-shirts bearing the message "I voted for Siobhan" in the student-run pro shop at the Hyannis Youth and Community Center.

The group originally ordered 150 shirts from Cotuit company Hammerhead Creatives and was down to its last three until a new shipment arrived yesterday afternoon, said high school career academy coordinator Mary Lyons, who oversees the students who operate the pro shop.

Some of the shirts, which sell for $10 each, have been shipped to customers as far away as Pennsylvania and Arizona, she said.

And a new design is in the works, Lyons said.

"We just think she's going to win, so we're going ahead," she said.

The impact for towns, however, tends to fade after the show's season comes to a close, said those from the hometowns of past contestants.

Stover hasn't been able to update his line of Carrie Underwood apparel because of the difficulties and expense of licensing her image since she won the contest.

"It's too big a financial situation to get into anything new since she signed her contract," she said.

And the surge of visitors to Albemarle has slowed, Coggins said.

"It has died down," she said. "I haven't seen or heard from anybody in quite some time."

Cape Cod, however, may be particularly well-positioned to take advantage of Magnus' growing fame, said Deborah Converse, chief executive of the Hyannis Area Chamber of Commerce.

"The difference is that we are a tourism area anyway — I think it just reminds people we're here," Converse said. "Anything that can keep you top of the mind is good."

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